2018 EU-CHINA TOURISM YEAR/ ACTIONS Agreed in 2016 by the Chinese Prime Minister and the President of the European Commission, the 2018 EU-China urism ar (ECTY) was a unique opportunity to attract more Chinese travellers off the beaten path, stimulate European investment in China, and give extra impetus to EU-China visa facilitation (negotiation launched in May 2017) and air connectivity (Horizontal Agreement initialled in Dec 2017). The Year was implemented by the European Commission and the Chinese Ministry for Culture and urism. What follows illustrate more than 270 actions and events (co)initiated and/or (co)funded by the EU. • �� � ENGAGING WITH CHINESE AUTHORITIES 15 high level events where EU authorities held bilateral discussions on ways to develop EU-China tourism cooperation in a sustainable and balanced way. In the context of multisectoral events (EU-China Annual Summit, Strategic Dialogue, High Level Economic Dialogue, People-to-People Dialogue ...) and dedicated events (ECTY Official Opening event in Venice, ECTY Closing event in Xi'an, global events where the EU was the guest of honor such as the Global urism Economic Forum in Macao or China International Travel Mart in Shanghai, ...). ■■ LEARNING HOW TO ATTRACT AND WELCOME CHINESE Webinars Reports, publications & videos Educational conferences - Sets of infographics 50.000 users for EC website specially designed to mobilize EU tourism actors (companies, museums, destination marketing organisations ... ) and train them. "Ready for China" section on EC website with 100 items available for free including Chinese Travel Market Studies & Statistics, recommendations on how to do business with Chinese partners and welcome Chinese travellers, promotional materials, ... htts :/ /ectv2018.orreadv-for-chi na/ � FINDING NEW BUSINESS PARTNERS 1030 EU operators + 770 Chinese operators 21 000 one to one meetings 66% declaring positive impact on their work in China +27% increase in business anticipated by EU operators +36% increase in European products listed by Chinese operators Extra visibility for European participants at dedicated EU booths during major Trade Fairs (CITM, COTTM, GTEF, 1TB, WTM, etc). 10 large Business-to-Business Matchmaking Events between European and Chinese operators in 2017 and 2018 (Beijing, Berlin, Chengdu, London, Macao, Shanghai, Venice, Xi'an). htts://www.eutravel artne rshi s.orgLevents/ European I Commission
Transcript
2018 EU-CHINA TOURISM YEAR/ ACTIONS
Agreed in 2016 by the Chinese Prime Minister and the President of the European
Commission, the 2018 EU-China Tourism Year (ECTY) was a unique opportunity to
attract more Chinese travellers off the beaten path, stimulate European investment
in China, and give extra impetus to EU-China visa facilitation (negotiation launched
in May 2017) and air connectivity (Horizontal Agreement initialled in Dec 2017).
The Year was implemented by the European Commission and the Chinese Ministry for
Culture and Tourism.
What follows illustrate more than 270 actions and events
(co)initiated and/or (co)funded by the EU. • ��
�ENGAGING WITH CHINESE AUTHORITIES
15 high level events where EU authorities held bilateral discussions on ways to develop EU-China tourism cooperation
in a sustainable and balanced way.
In the context of multisectoral events (EU-China Annual Summit, Strategic Dialogue, High Level Economic Dialogue,
People-to-People Dialogue ... ) and dedicated events (ECTY Official Opening event in Venice, ECTY Closing event in Xi'an,
global events where the EU was the guest of honor such as the Global Tourism Economic Forum in Macao or China
International Travel Mart in Shanghai, ... ).
■■ LEARNING HOW TO ATTRACT AND WELCOME CHINESE
Webinars
Reports, publications & videos
-- Educational conferences
- Sets of infographics
50.000 users for ECTY website specially designed to mobilize EU tourism actors
(companies, museums, destination marketing organisations ... ) and train them.
"Ready for China" section on ECTY
website with 100 items available for
free including Chinese Travel Market
Studies & Statistics, recommendations
on how to do business with Chinese
partners and welcome Chinese
travellers, promotional materials, ...
htt1;1s :/ /ectv.2018.orgLreadv.-for-chi na/
}J_,� FINDING NEW BUSINESS PARTNERS
1030 EU operators + 770 Chinese operators
21 000 one to one meetings
66% declaring positive impact on their work in China
+27% increase in business anticipated by EU operators
+36% increase in European products listed by Chinese operators
Extra visibility for European participants at dedicated EU booths during major
Trade Fairs (CITM, COTTM, GTEF, 1TB, WTM, etc).
10 large Business-to-Business
Matchmaking Events
between European and Chinese
operators in 2017 and 2018 (Beijing,
Berlin, Chengdu, London, Macao,
Shanghai, Venice, Xi'an).
htt1;1s://www.eutravel 1;1art ne rs hi 1;1s.orgLevents/
• 1st EU-China Virtual Travel Fair on Cultural Tourism through a fully immersive 3D platform. 900 participants, including 600 Chinese businesses interacting with exhibitors representing 22 trans-European itineraries, 150 Eden destinations and the 2019 European Capitals of Smart Tourism. htt1;1s://www.ecvtf.orgLen/
• 1st EU-China Exchange Platform for TV programmes on tourist destinations. Catalogue of 50 TV digitalised and subtitled programmes featuring EU destinations, that Chinese Public Televisions may broadcast free of charge till
Q DEVELOPING NEW TOURISM NICHES�
The EU co-funded workshops, seminars, conferences and congresses dedicated to the development of off-track and off
season products. The (trans-European) niches selected include:
• World Heritage Journeys in Europe (Ancient, Romantic, Royal & Underground Europe) developedby UNESCO with National Geographic htt1;1s://visitworldheritage.com/en/eu
• Tourism in European Heritage Cities with the Sorbonne, Bologna and Leuven universities
• Trans-European itineraries around European Spas, European Route of Ceramics, DestinationNapoleon, European carnivals (100 millions television viewers & 7.500 media reports for joint parade), ...
• Youth Tourism with the EU Federation of Youth Hostels Associations, Rural Tourism with the EuropeanCongress on Rural Tourism
.� PROMOTING LESSER-KNOWN EUROPEAN ITINERARIES�
Priority was given to Online Tools preferred by Chinese Free Independent Travellers, the main target of the EU
campaign. Set up by the European Travel Commission, the Joint Promotion Platform alone funded 62 marketing actions
thanks to the financial support of the EU, with more than 25% of its contents dedicated to coastal and maritime tourism.
Covered by Chinese national media, the main Offline Actions included Shanghai's Tourism Parade, European Christmas
Market in Chengdu, exhibition on EU Hidden Gems and 3D show using World Heritage site as a giant screen in Xian.
• Europe Pavillions on the main Chinese Online Travelling Platforms (Ctrip, Tuniu & Tongcheng), custom-madedigital travel guides (MaFengWo) and 360° videos of each Member State htt1;1://visiteuro1;1e.com.cn/media/video.html
December 2019. htt1;1://exchange.urti.be/
• Wechat Mini-Programmme (Tencent) providing information on travelling through Europe & advanced functionalities including visa application information, on-line vat refund, automatic translator and emergency call.
450 millions views of EU marketing materials on top Chinese Online Platforms
23 EU countries represented among co-exhibitors of "Europe" booths at top Fairs
85% Satisfaction rate of co-exhibitors
15 Trans-European Familiarisation Trips covering 18 European countries
